For potential buyers, a business’s resilience against market competition is a sought-after attribute. A solid barrier to entry, ensuring it’s not easy for newcomers to invade your market space or lure away your clientele, can significantly increase your business’s attractiveness.
Warren Buffet, the renowned investor, frequently alludes to the metaphor of moats when discussing business investments. He emphasizes the importance of a business’s capability to ward off competitors, stating, “In business, I look for an economic castle protected by unbreachable moats,” he says. “If you have an economic castle, people are going to come and want to take that castle away from you. You better have a strong a moat.”
This moat signifies the extent to which your company can fend off rivals. A wider moat translates to enduring value in the eyes of buyers. A strong moat ensures a buyer that the business’s revenue isn’t susceptible to erosion by competitors over the long run.
One method to measure the depth of your moat is to pinpoint your distinct selling points. Aim to define your “three uniques.”
Consider this: if your company manufactures widgets, perhaps you’re among the rare few who use carbon fiber. Or, you might specialize in short production runs or offer exclusive widget engineering assistance for clients’ R&D endeavors.
The objective is to establish a trio of specialized offerings that distinguish you from the market. While some might emulate one or two of your unique offerings, the challenge for competitors is to replicate all three.
Highlighting these three unique attributes conveys to potential buyers that your business indeed possesses a competitive edge, something that isn’t easily replicable.
Regularly assess whether your “uniques” retain their edge. Are they still potent against competitors as they were previously? For potential buyers, the enduring strength of your competitive edge can be a more vital metric of the business’s value than mere revenue or profit figures.
Remember, potential buyers seek sustainable competitive edges. So, regardless of current booming sales, always strategize on fortifying your competitive moat.
Buffet shared “We tell our managers we want the moat widened every year. That doesn’t necessarily mean the profit will be more this year than it was last year because it won’t be sometimes. However, if the moat is widened every year, the business will do very well. When we see a moat that’s tenuous in any way – it’s just too risky.”
In the business sale landscape, perceived risks diminish the business’s valuation. However, mitigating risks and bolstering your moat can draw more interested buyers, ensuring the best valuation for your enterprise.